Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
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Thus, the Mid-level is generally worth paying the most attention to with regard to product <strong>and</strong> retail<br />
strategies.<br />
Figure 2 – Sizing the World of H+W<br />
Evolution in the World of H+W<br />
Base: Primary household shoppers (n=2176). | Source: GMDC 2009 Survey, Mar. 2009.<br />
Evolution is an important concept in the World of H+W, in two ways: consumers evolve within the<br />
World, <strong>and</strong> the World itself evolves.<br />
After a ―trigger‖ initiates a consumer‘s involvement in the World of H+W, they do not tend to st<strong>and</strong><br />
still, but to continue to learn <strong>and</strong> grow within that world. Many consumers move from the Periphery to<br />
the Mid-level, <strong>and</strong> stay Mid-level <strong>for</strong> the rest of their lives, as a Core lifestyle is quite intense <strong>and</strong><br />
often simply ―too much‖ <strong>for</strong> many consumers. However, some evolve all the way to the Core, <strong>and</strong><br />
continue to evolve as the Core itself continues to change<br />
The World of H+W evolves along with consumers. While at a moment in time, we can describe what<br />
each level of the World looks like, the World continues to change, typically driven by trends within the<br />
Core. Core consumers are the innovators <strong>and</strong> ―early adopters‖ of the H+W world, <strong>and</strong> pass along<br />
those trends to those outside the Core, though often by the time a trend filters out completely it has<br />
been ―watered down‖ in many respects. Many products, activities <strong>and</strong> values that were Core-only just<br />
five years ago now are important parts of the Mid-level, e.g., probiotic foods, supplements, <strong>and</strong><br />
drinks.<br />
We employ this concept of evolution extensively in following chapters, where we discuss its<br />
implications <strong>for</strong> tactics <strong>and</strong> strategies in both product categories <strong>and</strong> retail spaces.<br />
Insight into the Core, Mid-level <strong>and</strong> Periphery H+W <strong>Consumer</strong><br />
In order to demonstrate how dimensions of consumption <strong>and</strong> triggers <strong>for</strong> participation are reflected in<br />
Periphery, Mid-level <strong>and</strong> Core consumers within the World of Health <strong>and</strong> <strong>Wellness</strong>, consumer<br />
profiles based on ―real‖ individuals follow, along with a general explanation <strong>for</strong> the different consumer<br />
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